Step 5: Final Approval and Launch
Once the targeting parameters have been chosen, you can determine the approximate number of available visitors you can mail to each day.
This is not Direct Mail, and campaign-oriented. Instead, this should be sold and presented as is an evergreen, ongoing marketing channel. While you control the budget by setting daily or monthly limits that can be adjusted as the program runs, it’s best to set your client up as an Ongoing Program.
And, if clients mention that want to “test” it for a limited period, it’s important that you focus on a fixed time period (90 days, 6 months, etc.), instead of a fixed budget amount ($5,000, etc.). ^^ Budget Details
Once the Creative has been approved, and the budget parameters or caps are set, you should be ready to launch the program. Please use the Onboarding Checklist to verify you have all the information, and then use the Online Order Form specially prepared for your Agency.
When a program begins, you will see the mailings recorded in the Dashboard. The original budget and caps may not exactly match what is being mailed out, since the targeting filters reveal final mailing quantities when the program actually begins.
We will send a bill at the end of the first week of launching, reflecting all the cards mailed that week.
- Tools: Onboarding checklist, Online Order Form, Dashboard to see mailed cards
- To do: Contact the client to confirm that the program is actually mailing and underway, and set up a reminder for yourself to see the program in 2 weeks.
- Next Step: Let the program run for the first two weeks before reaching out to the client. We usually schedule a 2-week to show the volume of cards and verify mailing, but it’s too soon to see any results. You can schedule a 30- or 60-day follow-up based on your and the client’s schedules.